Generating bid values

Abstract

One or more computing devices, systems, and/or methods for generating bid values are provided. A content item and/or a budget associated with the content item may be identified. A target spend data structure associated with the content item may comprise a plurality of target spend values associated with a plurality of sub-periods of time within a first instance of a period of time. A first update target spend value, associated with a second instance of a first sub-period of time, may be generated based upon a first budget factor calculation associated with the first instance of the first sub-period of time and a second budget factor calculation associated with the first instance of the period of time. A first bid value for presenting the first content item at the second instance of the first sub-period of time may be generated based upon the first update target spend value.

What is claimed is: 
     
         1 . A method, comprising:
 receiving, from a client device associated with an entity, a first content item and a budget associated with the first content item;   generating a target spend data structure associated with the first content item, wherein:
 the target spend data structure comprises a plurality of target spend values; 
 each target spend value of the plurality of target spend values is associated with spending performed during a sub-period of time of a plurality of sub-periods of time within a first instance of a period of time; 
 the spending is performed based upon the budget; and 
 the spending is performed for presenting the first content item via client devices; 
   generating, based upon a first target spend value of the plurality of target spend values, a first bid value for presenting the first content item at a first instance of a first sub-period of time of the plurality of sub-periods of time, wherein the first target spend value is associated with the first instance of the first sub-period of time;   generating, based upon a second target spend value of the plurality of target spend values, a second bid value for presenting the first content item at a first instance of a second sub-period of time of the plurality of sub-periods of time, wherein the second target spend value is associated with the first instance of the second sub-period of time;   generating a first update target spend value, associated with a second instance of the first sub-period of time, based upon a first budget factor calculation corresponding to the first instance of the first sub-period of time and a second budget factor calculation corresponding to the first instance of the period of time;   generating a second update target spend value, associated with a second instance of the second sub-period of time, based upon a third budget factor calculation corresponding to the first instance of the second sub-period of time and the second budget factor calculation;   generating an updated target spend data structure, associated with the first content item, comprising the first update target spend value associated with the second instance of the first sub-period of time and the second update target spend value associated with the second instance of the second sub-period of time;   generating, based upon the first update target spend value in the updated target spend data structure, a third bid value for presenting the first content item at the second instance of the first sub-period of time; and   generating, based upon the second update target spend value in the updated target spend data structure, a fourth bid value for presenting the first content item at the second instance of the second sub-period of time.   
     
     
         2 . The method of  claim 1 , wherein:
 the generating the first update target spend value comprises combining the first budget factor calculation with the second budget factor calculation; and   the generating the second update target spend value comprises combining the third budget factor calculation with the second budget factor calculation.   
     
     
         3 . The method of  claim 1 , wherein:
 the first budget factor calculation is associated with a combination of a first plurality of budget factor values associated with the first instance of the first sub-period of time;   the third budget factor calculation is associated with a combination of a second plurality of budget factor values associated with the first instance of the second sub-period of time; and   the second budget factor calculation is associated with a combination of a third plurality of budget factor values associated with the first instance of the period of time, wherein the third plurality of budget factor values comprises the first plurality of budget factor values and the second plurality of budget factor values.   
     
     
         4 . The method of  claim 1 , wherein:
 the first budget factor calculation is associated with an average of a first plurality of budget factor values associated with the first instance of the first sub-period of time;   the third budget factor calculation is associated with an average of a second plurality of budget factor values associated with the first instance of the second sub-period of time; and   the second budget factor calculation is associated with an average of a third plurality of budget factor values associated with the first instance of the period of time, wherein the third plurality of budget factor values comprises the first plurality of budget factor values and the second plurality of budget factor values.   
     
     
         5 . The method of  claim 1 , comprising:
 generating, for the first instance of the period of time, a first plurality of bid values for presenting the first content item at the first instance of the period of time, wherein the first plurality of bid values comprises the first bid value and the second bid value; and   generating, for a second instance of the period of time, a second plurality of bid values for presenting the first content item at the second instance of the period of time, wherein:
 the second plurality of bid values comprises the third bid value and the fourth bid value; and 
 the second instance of the first sub-period of time and the second instance of the second sub-period of time are within the second instance of the period of time. 
   
     
     
         6 . The method of  claim 5 , wherein a first variance associated with the first plurality of bid values is greater than a second variance associated with the second plurality of bid values. 
     
     
         7 . The method of  claim 1 , wherein:
 the period of time is associated with a period of 24 hours;   each sub-period of time of the plurality of sub-periods of time is associated with an hour of the period of 24 hours;   the first instance of the period of time is associated with a first instance of the period of 24 hours;   a second instance of the period of time is associated with a second instance of the period of 24 hours;   the first instance of the period of 24 hours precedes the second instance of the period of 24 hours; and   the second instance of the first sub-period of time and the second instance of the second sub-period of time are within the second instance of the period of time.   
     
     
         8 . The method of  claim 7 , wherein:
 the first instance of the first sub-period of time is associated with a first hour of the first instance of the period of 24 hours;   the second instance of the first sub-period of time is associated with the first hour of the second instance of the period of 24 hours;   the first instance of the second sub-period of time is associated with a second hour of the first instance of the period of 24 hours; and   the second instance of the second sub-period of time is associated with the second hour of the second instance of the period of 24 hours.   
     
     
         9 . The method of  claim 1 , wherein:
 the first update target spend value is associated with a combination of the first budget factor calculation, the second budget factor calculation and a first smoothing factor; and   the second update target spend value is associated with a combination of the third budget factor calculation, the second budget factor calculation and a second smoothing factor.   
     
     
         10 . The method of  claim 1 , comprising:
 submitting the first bid value into an auction module during the first instance of the first sub-period of time;   submitting the second bid value into the auction module during the first instance of the second sub-period of time;   submitting the third bid value into the auction module during the second instance of the first sub-period of time; and   submitting the fourth bid value into the auction module during the second instance of the second sub-period of time.   
     
     
         11 . A computing device comprising:
 a processor; and
 memory comprising processor-executable instructions that when executed by the processor cause performance of operations, the operations comprising: 
 identifying a first content item, wherein the first content item is associated with an entity and a budget; 
 identifying a target spend data structure associated with the first content item, wherein:
 the target spend data structure comprises a plurality of target spend values; 
 each target spend value of the plurality of target spend values is associated with spending performed during a sub-period of time of a plurality of sub-periods of time within a first instance of a period of time; 
 the spending is performed based upon the budget; and 
 the spending is performed for presenting the first content item via client devices; 
 
 generating a first update target spend value, associated with a second instance of a first sub-period of time of the plurality of sub-periods of time, based upon a first budget factor calculation corresponding to a first instance of the first sub-period of time and a second budget factor calculation corresponding to the first instance of the period of time, wherein the first instance of the first sub-period of time is within the first instance of the period of time and the second instance of the first sub-period of time is within a second instance of the period of time; 
 generating a second update target spend value, associated with a second instance of a second sub-period of time of the plurality of sub-periods of time, based upon a third budget factor calculation corresponding to a first instance of the second sub-period of time and the second budget factor calculation, wherein the first instance of the second sub-period of time is within the first instance of the period of time and the second instance of the second sub-period of time is within the second instance of the period of time; 
 generating an updated target spend data structure, associated with the first content item, comprising the first update target spend value associated with the second instance of the first sub-period of time and the second update target spend value associated with the second instance of the second sub-period of time; 
 generating, based upon the first update target spend value in the updated target spend data structure, a first bid value for presenting the first content item at the second instance of the first sub-period of time; and 
 generating, based upon the second update target spend value in the updated target spend data structure, a second bid value for presenting the first content item at the second instance of the second sub-period of time. 
   
     
     
         12 . The computing device of  claim 11 , wherein:
 the generating the first update target spend value comprises combining the first budget factor calculation with the second budget factor calculation; and   the generating the second update target spend value comprises combining the third budget factor calculation with the second budget factor calculation.   
     
     
         13 . The computing device of  claim 11 , wherein:
 the first budget factor calculation is associated with a combination of a first plurality of budget factor values associated with the first instance of the first sub-period of time;   the third budget factor calculation is associated with a combination of a second plurality of budget factor values associated with the first instance of the second sub-period of time; and   the second budget factor calculation is associated with a combination of a third plurality of budget factor values associated with the first instance of the period of time, wherein the third plurality of budget factor values comprises the first plurality of budget factor values and the second plurality of budget factor values.   
     
     
         14 . The computing device of  claim 11 , wherein:
 the first budget factor calculation is associated with an average of a first plurality of budget factor values associated with the first instance of the first sub-period of time;   the third budget factor calculation is associated with an average of a second plurality of budget factor values associated with the first instance of the second sub-period of time; and   the second budget factor calculation is associated with an average of a third plurality of budget factor values associated with the first instance of the period of time, wherein the third plurality of budget factor values comprises the first plurality of budget factor values and the second plurality of budget factor values.   
     
     
         15 . The computing device of  claim 11 , the operations comprising:
 generating, for the first instance of the period of time, a first plurality of bid values for presenting the first content item at the first instance of the period of time; and   generating, for the second instance of the period of time, a second plurality of bid values for presenting the first content item at the second instance of the period of time, wherein the second plurality of bid values comprises the first bid value and the second bid value.   
     
     
         16 . The computing device of  claim 15 , wherein a first variance associated with the first plurality of bid values is greater than a second variance associated with the second plurality of bid values. 
     
     
         17 . A non-transitory machine readable medium having stored thereon processor-executable instructions that when executed cause performance of operations, the operations comprising:
 identifying a first content item, wherein the first content item is associated with an entity and a budget;   identifying a target spend data structure associated with the first content item, wherein:
 the target spend data structure comprises a plurality of target spend values; 
 each target spend value of the plurality of target spend values is associated with spending performed during a sub-period of time of a plurality of sub-periods of time within a first instance of a period of time; 
 the spending is performed based upon the budget; and 
 the spending is performed for presenting the first content item via client devices; 
   generating a first update target spend value, associated with a second instance of a first sub-period of time of the plurality of sub-periods of time, based upon a first budget factor calculation corresponding to a first instance of the first sub-period of time and a second budget factor calculation corresponding to the first instance of the period of time, wherein the first instance of the first sub-period of time is within the first instance of the period of time and the second instance of the first sub-period of time is within a second instance of the period of time;   generating a second update target spend value, associated with a second instance of a second sub-period of time of the plurality of sub-periods of time, based upon a third budget factor calculation corresponding to a first instance of the second sub-period of time and the second budget factor calculation, wherein the first instance of the second sub-period of time is within the first instance of the period of time and the second instance of the second sub-period of time is within the second instance of the period of time;   generating an updated target spend data structure, associated with the first content item, comprising the first update target spend value associated with the second instance of the first sub-period of time and the second update target spend value associated with the second instance of the second sub-period of time;   generating, based upon the first update target spend value in the updated target spend data structure, a first bid value for presenting the first content item at the second instance of the first sub-period of time; and   generating, based upon the second update target spend value in the updated target spend data structure, a second bid value for presenting the first content item at the second instance of the second sub-period of time.   
     
     
         18 . The non-transitory machine readable medium of  claim 17 , wherein:
 the generating the first update target spend value comprises combining the first budget factor calculation with the second budget factor calculation; and   the generating the second update target spend value comprises combining the third budget factor calculation with the second budget factor calculation.   
     
     
         19 . The non-transitory machine readable medium of  claim 17 , wherein:
 the first budget factor calculation is associated with a combination of a first plurality of budget factor values associated with the first instance of the first sub-period of time;   the third budget factor calculation is associated with a combination of a second plurality of budget factor values associated with the first instance of the second sub-period of time; and   the second budget factor calculation is associated with a combination of a third plurality of budget factor values associated with the first instance of the period of time, wherein the third plurality of budget factor values comprises the first plurality of budget factor values and the second plurality of budget factor values.   
     
     
         20 . The non-transitory machine readable medium of  claim 17 , wherein:
 the first budget factor calculation is associated with an average of a first plurality of budget factor values associated with the first instance of the first sub-period of time;   the third budget factor calculation is associated with an average of a second plurality of budget factor values associated with the first instance of the second sub-period of time; and   the second budget factor calculation is associated with an average of a third plurality of budget factor values associated with the first instance of the period of time, wherein the third plurality of budget factor values comprises the first plurality of budget factor values and the second plurality of budget factor values.